Making a Difference Through Marketing: A Quest for Diverse Perspectives

✍ Scribed by Carolin Plewa, Jodie Conduit (eds.)

• Publisher: Springer Singapore
• Year: 2016
• Tongue: English
• Leaves: 280
• Edition: 1
• Category: Library

✦ Synopsis

This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. It provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in making a difference. Organisations are interwoven with the society in which they operate and are thus commonly expected to shoulder some responsibility in advancing that society. While there has been significant academic and practitioner focus on corporate social responsibility (CSR), research is often limited to the organisational benefits and implementation of CSR initiatives, this book presents a broader perspective. It highlights a variety of players and approaches that are making a difference to their various stakeholder groups, specifically in the areas of sponsorship, consumer behaviour, education, health and innovation.

✦ Table of Contents

Front Matter....Pages i-xiv
Front Matter....Pages 1-1
The Question of Sponsorship Effectiveness....Pages 3-12
Leveraging Research on Activation: Quester and Thompson’s (2001) Impact on the Field of Sponsorship....Pages 13-24
Sponsorship-Linked Attitudes of Employees of Sponsoring Firms: SMEs Versus Large Organisations....Pages 25-41
Connected Stadium: A Pillar for Football Clubs’ Marketing Development?....Pages 43-58
Front Matter....Pages 59-59
Promoting Public Health: Understanding the Limitations of Marketing Principles and the Need for Alternative Approaches....Pages 61-72
Contemporary Young Consumers and Food Consumption—Implications for Social Marketing Research....Pages 73-85
The Ethicality of Immersive Sponsorship Within a Children’s Edutainment Centre....Pages 87-97
Emotional Advertising to Attenuate Compulsive Consumption: Qualitative Insights from Gamblers....Pages 99-115
Front Matter....Pages 117-117
Revisiting the Long and Winding (Less Travelled) Road: The Road to Chaos in Marketing....Pages 119-128
The Case for Altruism in eWoM Motivations....Pages 129-142
Customer Experience of Value in the Service Encounter....Pages 143-155
Multiple Celebrity Endorsement....Pages 157-166
Can Country of Origin Branding be a Competitive Advantage for Agri-Products from Emerging Countries?....Pages 167-183
Decomposition of Country of Origin Effects in Education Services: A Conjoint Analysis Approach....Pages 185-197
Front Matter....Pages 199-199
Knowing Me, Knowing You: Mentorship, Friendship, and Dancing Queens....Pages 201-210
Beyond the Obvious: Facets of Diversity in Marketing Student Groups....Pages 211-227
Student Engagement: A Multiple Layer Phenomenon....Pages 229-245
Marketing—Making a Difference for Entrepreneurial Universities....Pages 247-265
Improving Innovation Process Performance and Service Quality in Innovation Networks....Pages 267-282

✦ Subjects

Marketing; Business Ethics; Health Promotion and Disease Prevention